Traditional forms of advertising -- print, TV and radio -- generally require a budget, and sometimes a substantial one if you want to do all three. Getting on the radio, in particular, can give you access to numerous listeners that are captive while in their cars or while at work. Whether you have a budget or not, there are ways to get your business promoted on the radio.

Purchase an advertising package. Obviously, this is best for businesses that have an actual advertising budget and can spend the dollars to get radio advertising. Get the most bang for your buck by asking for a range of amenities, from being mentioned as a sponsor of one of the station's more popular shows to having some live remotes done from your business.

Generate a press release about a major event or change associated with your business. This is the kind of news tidbits radios look for, and it could generate a bit of free publicity for your organization. Send the press release out to area news organizations and put a community spin on it; it may then be included in the station's news updates.

Participate in a large-scale community event. Radio hosts tend to interview participants in these events, and it can generate some great free exposure for your business. Set up as a vendor or major sponsor; sometimes, you can arrange with event organizers to be part of a select few participants to get interviews with local media, though it may cost you some extra sponsorship dollars.

Offer gift certificates or other free goodies. If you don't have the budget to advertise but do have a freebie you can give away, submit it for a radio contest. Radio hosts will generally use the freebies to give away to contest winners, giving your business some exposure in return. Moreover, it's a way to win yourself a new customer if you can make the contest winner happy enough to return.

About the Author

Lynda Moultry Belcher is a writer, editor and public relations professional. She worked for a daily newspaper for 10 years and has been a freelance writer for more than 15 years. She has contributed to Divorce360 and Revolution Health Group, among other publications. She is also the author of "101 Plus-Size Women's Clothing Tips" and writes "Style At Any Size," a bi-weekly newspaper column.